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Hi All,
I am having 5.7 years experience as windows server/system administrator & VMware/Hyper V administrator along with DNS,DHCP,AD,SCOM,SCCM patching management as well. Looking for a new job. Please let me know if any open are available or reference much appropriated. I can be reachable on- sakthisebiya33@gmail.com
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Everyone villain-izing OP to be a social justice warrior but they’re simply saying that todays ads are actually not as diverse as they need to be. Diversity = every shade of skin. Not just the marketable ones ❤️
Slick trick. Write the diversity into the script. For example, give them a traditionally Latin/Asian/etc. name, first or last.
It’s how I got a blended Latin family in a general market spot. The client tried many times to get us to change their names to something more Eurocentric. I refused. It ultimately drove our casting decisions and gave us something to fall back on when the client attempted to go with “what they feel comfortable with” as we made our selects.
It was the first time I’d done something like that. I think I’m going to do more of it in the future.
Here’s why:
You develop a campaign with multiple executions, with diversity within the campaign. Individual executions each feature their own insights.
Client buys the campaign but cuts the budget (just like they did the last time they wanted a campaign!) so there’s only going to be one execution - for general market.
You learn this during the pre-pro.
Since they featured an “ethnically ambiguous” family last time (dark haired, slightly tan family that could be LatinX or Italian 🤷🏼♂️), they want to “cover all their bases”.
Client is -however - delighted with the backup location so the account guy considers the pre pro a success.
You and your director look at the diverse cast you have assembled, and debate about which new interracial pairing “feels right”.
You then have a beleaguered casting agent sending you headshots of kids that “might work”. You pick two kids and send your new family to the client at 9 pm PST.
Call time is 6 am because you’re going to lose the backup location at noon (which is why it was the backup).
Your new family shows up and meet for the first time. You get them into hair and makeup as you’re still waiting for client approval on the kids no one has even seen act.
Client begrudgingly calls account guy at 10:00 am to say they approve of the kids, but they aren’t happy with the process and it merits a serious discussion with the entire team on how “we do this moving forward.”
You roll at 11:00 MOS with your new interracial family sitting at a kitchen table eating cereal/sandwiches/salad/dessert.
10 weeks later, your conservative friend turns to you after seeing the commercial and asks why every couple they see on TV is interracial.
Rinse, repeat.
You forgot the Account person putting time on your calendar in the middle of a shoot day to discuss those process concerns.
Latinos are grossly underrepresented in advertising but nobody says anything because people only see black and white in 2022
I feel you. I’m on a brand that’s trying to present more Latin talent and the biggest solve seems to be truly understanding the culture and creating something authentic. Latin culture is so interesting and varies based on region, country, etc. i think a lot of advertisers or brands are nervous to screw it up
Can we please move away from having nothing but all-white agencies strategizing what skin color will best strike a balance between looking progressive and driving profits?
Yeah that’s fair. We definitely have a few clients that are very…..particular, to say the least. The classic “yeah I know she’s a lesbian, but she can be kissing her partner so everyone else knows?” type…
I agree but for different reasons. I want to see all black couples, Latino couples etc. I do not feel we should shoe horn a white pardon into an ad for the sake of it
Thisssss
How long did we have all white couples in ads? 50+ years? More? I think you can handle a little representation. Such a weird hill to die on.
@acd3 Ok now what?
Coach
Tell it to my clients, please! I keep proposing more diverse talent in ads but I generally get pushback from the client side.
How overt are they about it? I'd love to hear their justification if you press them on the rationale..
touch grass
When clients do want Latinos cast, it’s one look only: “ethnically ambiguous” or “Mediterranean look,” which means “Italianish, but lighter-skinned, and definitely not black or indigenous.”
What do you propose as the alternative?
Black and white couples with green alien children
Think CD 4 pretty much nailed it. I think what OP is implying is that every ad has become a United colors of Benetton ad or an effort to check every imaginable box to appease everyone. Diversity. Check. Disability. Check. LBGTQ…etc check. No need to jam it all into one.
Would be interesting to see how this plays out across a big brand that employs different multicultural agencies and what the cultural strategies are how everything maps out.